OrangeSomething.com was a Direct-to-Consumer (D2C) platform for affordable beauty and personal care products, incubated by Blinkit (formerly Grofers). As the Founding Engineer, I owned the entire technical stack.
The Shopify → React Migration
When I joined, the platform ran on Shopify with an average page load time of 12 seconds. For a D2C brand competing for attention, this was unacceptable.
I led the migration from Shopify to a ReactJS Single-Page Application (SPA):
- Redesigned the entire frontend architecture
- Implemented code splitting and lazy loading
- Optimized asset delivery and image compression
- Reduced average load time from 12 seconds to under 3 seconds — a 4x improvement
The result was a dramatically better user experience, lower bounce rates, and improved conversion metrics.
Android App Development
Beyond the web platform, I designed and developed a native Android app using Kotlin:
- Built from scratch with modern Android architecture (MVVM)
- Integrated with the same backend APIs as the web platform
- Improved customer retention and increased average order value (AOV)
- Higher conversion rates compared to mobile web
Mentorship
I also mentored a junior developer, helping them ramp up on both the React codebase and general software development practices.
Technologies Used
ReactJS · JavaScript · Kotlin · Liquid (Shopify) · HTML · CSS
OrangeSomething shut down its operations during the Covid lockdowns, but the experience of building a product from zero as a founding engineer was invaluable.